The Advertising Forecast: Beating Expectations ​

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From Linguistics to Advertising Forecasting: Started with international marketing plans, studied world languages at Cambridge, worked across San Francisco and Hong Kong, then found Essence in London, starting the WPP journey 📚

 

This Year Next Year Report Upgraded: WPP Media's forecast now predicting 8.8% global growth and 12.5% US growth, more positive than June driven by softer tariff impacts and the AI boom 📊 

 

The AI Boom Is Here: Companies investing in infrastructure, advertisers applying AI across business and reinvesting into media, plus new AI-endemic advertisers creating extra growth after years of anticipation 🤖 

 

Retail Media Bigger Than Total TV: This year, retail media globally surpasses television off the back of the US and China as the two largest retail media markets 🛒

 

Search Isn't Dying, It's Evolving: Search remains resilient with AI search, new entrants like OpenAI, Google figuring out monetization, plus commerce and social search heading toward bot-to-bot communications 🔍